How creative campaigns are priced

A campaign budget has three parts: the idea (strategy and creative), production (film, print, build, talent) and media (where it runs). Agencies quote the first, pass the second through, and buy or advise on the third.

Non-standard work, a billboard that does something or a pop-up people film, costs more to make but earns media for free. Ask how the idea gets shared, not only where it is placed.

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